St. James Brings Scandinavian Style to Discerning Filipino Men
An Oslo-based menswear brand is trying to make made-to-measure suits and sartorial clothing more accessible to Filipinos seeking to revamp their wardrobe into something more upscale and dapper.
“We want to make menswear cool for the yuppies,” said AJ Dee, a Filipino classic menswear enthusiast who founded the brand and is also its creative director. “Menswear is often associated with the established man, but we want it to be more accessible to a younger demographic.”
St. James recently started a partnership with Bespoke Makati Tailoring Store Tiño to provide the Scandinavian made-to-measure suits, ties, and a wide array of casual jackets to the Philippine market.
Menswear from St. James
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Dee started the menswear brand right before the pandemic after working at a made-to-measure tailor when he moved to Oslo in 2016.
“Our philosophy of Scandinavian men in suits is an appreciation for restraint suiting that does not shout despite the rise of excessive, loud, fast fashion. The suiting speaks with intention. Structured yet relaxed,” he said. “The signature cut looks good because they’re designed to function well.”
There is still a question of how the Scandinavian style and material suited for colder climates would carry over to the tropical climate of the Philippines. Dee says St. James works closely with Philippine tailors to customize its offerings for menswear adaptable to Manila’s conditions.
The cuts from Scandinavian inspired brand pay homage to the stillness of fjords and the gentle contour of Nordic valleys, a departure from the conventional sharp and aggressive angles found on most sartorial wear.
Sartorial Wear By St. James
St. James' Manila Trunk Show
Tiño is set to host a trunk show for St. James for potential clients over the weekend (July 5 to 6), with the design ethos of climate-sensitive structure combined with global aesthetic discipline.
“St. James delivers a silhouette that’s refined, modern yet faithful to the sartorial tradition," according to a statement by the menswear brand.
With the tagline and overarching metaphor of The Orient's Midnight Sun, it seeks to present an idea of a paradox of bringing suiting built for the tropics but inspired by the cold-climate found in northern Europe, where the brand gets its design ethos and inspiration.
"To add, while the garments are not produced in the Philippines, they are crafted in partnership with a highly regarded sartorial workshop trusted by global made-to-measure brands known for Italian and French standards of tailoring," it said.
